SÃO PAULO, JUNE 4 th 2012 - The year 2012 is marked as the first year for a serious research into the electronic games market in Brazil. Although prices for videogame consoles & games are higher than in other countries, the Brazilian market is growing at a rapid pace. The fact came to light after the results of the InsideComm study, a company in the fields of media, marketing and research and a leader in studies and projects for the segment of technology & videogames. In 2012, the company began to audit the videogames sector in the country as well.
This study reveals that 58% of Brazilians who play videogames, in other words, over half are located in the southeastern region of Brazil, concentrated in only 4 states: São Paulo, leading with 64%, Rio de Janeiro, Minas Gerais & Espírito Santo. Considering the universe of Brazilians who play videogames, 51,59% are at the age of or are over 19 years old and are single. “This is so, because the 22 states of the federation plus the Federal District have a great difficulty in acquiring products from this segment”, states the New Business Manager of InsideComm, Luiz Ferrarezi.
According to him, Brazilians spend an average of 7 days a week, 2 hours a day in front of a video game. InsideComm noted that in Brazil adding all people who play videogames; around 40 billion hours are spent. For comparison rates, an 80 year-old person lives 691.200 hours, meaning that he/she would have to live 4 millennia to play this much in hours. “This is because videogames is the main source of entertainment for Brazilians of all ages” states Ferrarezi.
Consoles in the front lead
The categories of videogame consoles lead the preference of the Brazilian player, followed by computers and then mobiles with 26%. Divided by brands, the PlayStation 2 consoles lead first place, present in 41,2 of Brazilian homes, followed by the Xbox 360 with 40,9%. In third place, the PlayStation 3 with 40,5% according to InsideComm. Almost 10% of players do not have consoles at home.
Over 80% of players also use the computer to play. Of these, 86% play online & 60% have broadband service speed under 10MB.
Piracy still is a great obstacle for the development of this segment in the country. Data reveals that most players have an unlocked console at home, although this option is not a determining factor at the moment of purchase. PlayStation 2, from Sony is the console which is the most pirated in Brazil, where the purchase of products from illegal street sales represents over 13% of sales.
In Brazil, over half of the entire electronic games sale is done on online stores and 1/3 of players also buy their games outside the Country and take not only price into consideration but variety as well, thus making China the main source for these products. Most players cannot differentiate a distributor from a publisher or a store.
In the mobile segment, over 6% of players do not own mobile phones, 40% of those who do own one have smartphones and 2/3 use them to play adventure, action and strategy games, respectively.
However, tablets represent only 15% of videogame players. Of these, 15% also use tablets to play action, adventure and strategy titles respectively.
“We have noted that the main source of information for new products in this segment is by far online. Only 9% of players are not present in social networks. Facebook, Twitter & Orkut are the most used with 84,8% 52,5% and 26,5% respectively”, explain the New Business Manager of InsideComm.
Established over 10 years ago by professionals with vast experience in the business communication market, the agency operates in diverse areas such as consulting in talent management, consumption & retail, technology, games, media & entertainment, IT and research, among others. In Brazil it is the leader in studies and projects for the technology and games segment.
The data process of InsideComm adapts to the information needs of various companies. It can, for instance, provide statistics which show behaviors of the Brazilian market, the performance of key products, brands, models and new releases. Studies may be local and national.
Therefore, it provides information which supports the strategic decision making process of its clients as well as issues with regards to overall performance of a category, brand or product over time, the positioning of a sales channel in terms of competition, numeric and weighted distribution and of every brand in stores, growth rate for various types of products, price positioning, performance for releases etc.